When it comes to the military, even the humblest products can play a critical role in preventing loss of life. Mad River Fabricating, Ltd. is one such supplier, providing long-life, reusable, military-grade shipping and storage containers for engines and transmissions. These are the containers that provide essential equipment protection during shipment to military depots and field operations around the world.

While Mad River's product was bulletproof, their brand was not. It lacked the kind of professionalism and attention to detail they needed to drive confidence in their ability to deliver rock solid service as well as product.

For the rebranding effort, the Bolder team provided brand strategy, identity, onsite environmental and product photography, website design and development and collateral. From the start, our aim was to give the brand a personality that elevated the product beyond "big metal shipping containers."

The design took advantage of iconic military style in a visual "salute" to Mad River's customers, but we also added an element of fun, creating a character—Mad River Turtle—a tough guy with a tough exterior.

Our client was so pleased with the brand transformation that he asked if Bolder would tackle brand work for two of his other businesses.

Roger that.

“Sometimes the questions are complicated and the answers are simple.”
— Dr. Seuss —